News coverage can be powerful, affecting our lives and changing the world around us. However, many people experience a high amount of stress and anxiety because of news coverage — especially when it is negative or dramatic. In fact, research shows that people who consume a lot of negative news are more likely to develop post-traumatic stress.
Journalists are incredibly busy and operate on tight deadlines. Often, they’re also working on a number of other projects at the same time. That’s why it’s important to make their job easier. You can do that by including visuals (infographics, images, video and b-roll) in your press releases along with text to help journalists understand the context of your story.
Moreover, you can also improve your chances of getting coverage by targeting specific reporters, rather than sending your press release to a general mailbox. If you know who the reporter is that would be most interested in your story, contact them directly and ask how they prefer to be reached.
Finally, be aware that news coverage is subjective – what editors consider “newsworthy” can change from day to day. This is why it’s critical to have a clear, well-documented process on how you decide which stories to cover and which ones not to. Otherwise, your audience may make their own assumptions about the motivations behind your editorial decisions and become distrustful of the media.